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iPhone, My Phone…where will it end? Not really news as it was widely discussed last week but Steve Ballmer announced My Phone at Mobile World Congress today in Barcelona.  All you need is a Windows Live ID and you can sign up for free at http://myphone.microsoft.com though you’ll initially be waitlisted and then emailed with details of how to access the service.

This is Software + Services in action for Windows Mobile as the service enables you to synchronize contacts, calendar appointments, tasks, photos, videos, text messages, music, and documents between your phone and your My Phone web account – i.e. “the cloud”. Should you then lose your phone on a bus, back of cab out dancing (all places I have lost mine in the lat 11 years)you can easily restore your personal data on to a new phone.

Another blue logo to add to Silverlight, Live Mesh and Windows Azure.

The team behind this have a fledgling blog too